Miu Miu Welcomes the Year of the Snake with “The Encounter”

Emma Hodgson   |   12-01-2025

To mark the upcoming Chinese New Year, luxury fashion house Miu Miu presents a captivating campaign titled The Encounter embracing the festive spirit with elegance and charm. 

Directed by celebrated filmmaker Shujun Wei, the short film stars Miu Miu ambassadors Liu Haocun and Zhao Jinmai, blending artistry with a playful, dreamlike narrative.

Set in Yi Lau Yi, a bustling Cantonese tea house in Beijing, the film begins amidst lively diners and a local band serenading the crowd. Suddenly, the scene transforms into an enchanting fantasy as the diners disappear, leaving the duo free to dance and create their own magical world, symbolising the joyful essence of the Year of the Snake.

In keeping with the theme of celebration and renewal, Miu Miu’s accompanying collection features an eclectic mix of textures and styles. From oversized sweaters and aged leather jackets to jewel-encrusted denim and cotton poplin shirts, the pieces exude an air of luxury. The collection is completed with signature Miu Miu accessories, including the Penny, Wander, and Arcadie bags, as well as exclusive bag charms like crochet-knit serpents and personalised Chinese knots.

The footwear offering is equally diverse, showcasing ballet flats, loafers, strappy kitten heels, and limited-edition New Balance X Miu Miu trainers. Additionally, the collection introduces a line of festive hoodies, T-shirts, and underwear in the auspicious shade of red, perfect for honouring the Lunar New Year traditions.

Miu Miu’s artistic collaboration with Shujun Wei marks a first for the brand. Wei, known for his critically acclaimed works such as On the Border and Striding into the Wind, brings his unique cinematic flair to this whimsical campaign. His previous films have earned accolades at prestigious festivals including Cannes and the Shanghai International Film Festival.

Through The Encounter, Miu Miu captures the beauty of togetherness, hope, and new beginnings—hallmarks of the Lunar New Year. With an imaginative film and a vibrant collection, the brand offers a delightful tribute to the traditions and festivities surrounding the Year of the Snake.

miumiu.com

 

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